For two decades, Kirk Pacenti worked with the biggest brands in cycling: Bontrager, Giro, Litespeed and more. In 2003, he started BikeLugs.com, selling lugs, tubing and consulting services to custom bicycle framebuilders. By 2012, business was booming and Kirk was ready to turn a promising company into a killer brand.
When Kirk came to us, he was already a legend among framebuilders and engineers in the cycling industry. But there’s more to Kirk than raw technical talent; he’s an approachable guy that genuinely loves “to make bikes better.”
We set out to develop a brand identity that communicated first and foremost the elite precision and attention to detail that the Pacenti name stands for, but also a love and respect for the historical pursuit of great engineering.
Precise letterforms call to mind the interlocking tubes of a bicycle frame. The colors are a modern twist on the good old red, white & blue, drawing inspiration from the history of American engineering without appearing quaint or folksy. The accent stripes echo livery from the vintage auto racing scene of the 1960s.
On-brand assets for a range of marketing efforts, including paid placement on cycling news websites and forums, pay-per-click search and display ad campaigns, organic social media, and targeted print advertising campaigns. Every piece, regardless of channel, reinforces the Pacenti ideal of superior engineering and better biking.
